Think about the brands that have the best selling and the strongest brand identity: Nike, Coca-Cola, Glossier, Dollar Shave Club, Southwest Airlines…
There’s one thing that all of these symbols have on their surface, one thing that each brand bends on to get and retain customers.
Now it’s not the same word for each symbol. After all, if there was one single statement that could acquire every company way money, wouldn’t we all be able to use it? But each label has one word that they lean on in their branding and advertising that sets them apart and positions them up for success.
For Coca-Cola, that oath is “Delightful, ” For Dollar Shave Club it’s “affordable, ” for Southwest it’s “Friendly.” You get the idea.
But how can one word boost your symbol and your transitions?
Boosting Conversions by Boosting Brand Strength and Loyalty
Building an audience and then boosting the changeovers and allegiance of that audience can be one of the biggest obstructions for a new company–or even an established one.
This is where having a strong brand identity comes in handy. When your audience has a reliable hypothesi of who you are and what to expect from you, they usually know whether or not they want to buy( and deter buying) from you.
And one of the easiest ways to strengthen your firebrand is by giving your audience a point of reference: how you are comparable to other labels they maybe know more about.
That’s not to say you need every ad or berth to be about a different company and why you’re better. Far from it.
But when you have one word, your special one word, that represents your symbol and represents your inconsistencies from your race, “youre going to be” miles closer to boosting your conversions.
As our favorite expert on firebrand construct and fascinating your gathering, Sally Hogshead ever says…
Different is better than better.
( NOTE: Want to learn even more incredible branding tricks from Sally Hogshead? Check out this FREE webinar on her Ultimate Personal Branding Tool and get even more gimmicks to building a strong and reliable brand .)
The Importance of “Different” in Branding
It may sound counterintuitive, but your biggest asset when it comes to branding is divergence. You don’t have to be better–though it won’t hurt–but you DO have to be different. After all, your gathering can’t determine quality until they’ve already made a purchase.
But if you are different from your competition, that’s already a selling extent. The ploy then is to set your change up as a benefit, and use it in your commerce and branding.
This is where the “one word” comes in.
The One Word
We emphasize one word for a very specific reason. While slogans and taglines all have their situate in branding, but by narrowing down even further into a single word, you have a really versatile marketing tool.
You can fit one word into almost any marketing asset: ads, social posts, blog uprights, website follow, etc.
But this can’t be merely any command. There are specific “rules” you should follow if wishes to procreate the most out of it.
1. It should be an adjective
While nouns and verbs are great for phrase structure( one would even say they are necessary ), adjectives are a marketer’s best friend. Because adjectives describe how one thing is different than another thing.
Maybe you sell yoga gasps. So do a lot of corporations. But if you sell “versatile” yoga throbs, that’s different from your contestants who time sell “stretchy” pants.
2. It should be different from your competitor
Descriptive is great, but if you restraint yourself to basic adjectives, you’ll leave this blog post without any increase to your changeovers or brand.
You need to pick a word that embodies your change , not just your colour, or fabric mode, or tone. Remember, different is always better than better.
Everyone with a Facebook ad will tell you their yoga pants( or whatever produce) are the best, but can every pair of leggings modulation from studio to work lunch to daycare pickup?
Lean on your peculiar calibers as a symbol. Remember Southwest with their “friendly” branding? Can you referred another airline that you could call “bearable, ” let alone “friendly”?
3. It should represent the core of your firebrand identity
You want this one word to feel like, well, you. It should embrace the largest part of your brand and your concoctions, so that if that one word is the only thing your audience knows about you, it’s enough.
We didn’t say concluding this one word was going to be easy. But it is important.
As preposterous as it seems, when you are able to hone down your symbol to a single word, you will have a WAY better clasp on how to advertise and marketplace from here on out. And peculiarly when your word frames you in a manner that is that your gathering promotes … But we’ll get into that in just a second.
So now that we know what that one word needs to be, here’s how to discover yours.
Find Your One Word
Finding your one word might seem like the hardest thing you’ve ever done for your firm, but it actually doesn’t have to be. All you need are three simple steps, and you’ll be able to wordsmith your acces into constructing more money.
1. Do Your Research
I don’t mean investing in a thesaurus, though that may come in handy down the line. I entail do your market research. You can’t know how you are different from your challenger if you have no idea what your competition sells or how they sell it.
Whether you are simply looking at other tie-ups ranking on Google for similar keywords or inspecting in Facebook at your participating ads, make sure you have a good idea about who and what you are competing against.
2. Know Your Customer
If it seems like we tell you to have a Customer Avatar Worksheet filled out every week, it’s because we do, and that’s because it is the foundation of good market.( There’s a reason it’s one of our foundational market frameworks ).
When you know who you are selling to and what they value, you know what they will look for in a brand–and a make/ assistance. Which means you know whether they would vibe with your one word.
This word will work its behavior into almost every your market substances, so it needs to be something that your model customer will love.
3. Frame the Benefit
The best name in all countries of the world will do nothing if it’s not seen as a good thing. But again, this shouldn’t be a “better” benefit, it is desirable to how your inconsistency is good. Dollar Shave Club wasn’t “sharper, ” it was “affordable”–a huge difference from their primary razor race, and likewise a major benefit.
So make sure your one word is a good thing, and make sure it is a different is conducive to your competition.
Once you have your one word picked out, implementation it everywhere. Your customer should see this word and think of you first. And with that kind of brand recognition and love, your patrons will come running and your alterations will skyrocket.
And if you want to learn even more about how you can solidify your firebrand, check out Sally Hogshead’s workshop for FREE! She will give you a head start on marking your public and obtain the privilege commands to sell to them. Sign up here!
The post Find the One Word That Establish Your Brand Apart and Boosts Conversions materialized first on DigitalMarketer.